I excel at creating a vision the client wants, but is often unable to express. To help clients speak the language of design I start by asking questions that focus on the universal language of emotions. I try to uncover the essence of a brand through surveys that include questions about tone, inspiration, attributes, typography, color and layout. The conversations that come from these surveys help to establish a roadmap that will lead me to the visual solution.
To narrow in on the visual direction of a project, I organize boards that gather both conceptual and user interface inspiration. These boards are more than a curated collection of appropriated images.
I create custom bits of design based on what was learned in discovery activities. This gives me a greater sense of ownership in the direction the client chooses and allows me to hit the ground running.
Key pages are chosen from the IA to focus on for a concept, and I go to work. This is the moment of truth, the point where the biggest leap is taken: "Did I interpret the brand voice correctly?" To maximize my chances at success, and to provide the client with options, I present multiple takes, as different from each other as possible while still fulfilling the requirements. Designs are explored, revised, tweaked, merged and massaged until they become the brand vision I have worked with the client to define.
"How many button styles will this need? How are titles and tooltips handled across the site? Does the error in the form need to match the error notification?" To form a fully cohesive product design system, I detail out each unique facet of the website in high fidelity. My use of consistent repeated patterns allow the user to navigate through tasks with confidence. And my never-phone-it-in UI deets make it look great throughout.
The design devil is in the details. When the details of a design don't align the design falls flat. To ensure this doesn't happen I maintain a record of how every element of the design works. All of the little rules about padding and typography I've composed in my head while designing must be transcribed to communicate my intent to developers, designers working on future phases, and sometimes the client's internal team. Prior to delivery, it also serves as one last pass for me to make sure every element of the design is accounted for and buttoned down.